AEE Law | Brand & Advertising System

Positioning Line System

Your Complete Brand Messaging.

Six units. Every touchpoint covered. From the CTV end card to the Google Ad headline to the homepage H1. One voice. Zero dilution.

01

Signature Line

DEPLOYED • OWNABLE

35 Years. One Fight. Yours.

The emotional anchor. This is the line people remember after the CTV spot ends. "35 Years" beats every NYC competitor on tenure. "One Fight" says focus, not volume. "Yours" makes it personal. It's already deployed on your production site. Now it runs everywhere.

CTV END CARD

35 Years. One Fight. Yours.

GOOGLE ADS

NYC Injury Lawyers | 35 Years. One Fight. Yours.

SOCIAL CLOSER

35 Years. One Fight. Yours.

02

Primary Brand Line

CATEGORY + EDGE

Deployed

NYC Personal Injury Trial Lawyers

Already live on the site. "Trial Lawyers" is the edge. Most PI firms never see a courtroom. You do. This line owns that distinction in every ad headline and meta tag.

Alternative

We Don't Settle. We Fight.

The combative version. Works on CTV end cards and social where you need to punch harder. Secondary to the primary brand line, not a replacement.

Alternative

Insurance Companies Know Our Name.

The authority version. Positions from the adversary's perspective. Insurance adjusters know which firms fold. This tells them AEE won't.

03

Positioning Sentence

SHARP • SPECIFIC

For injured New Yorkers who can't afford a second mistake.

Names the prospect's fear. Most injured people only get one shot at their case. Picking the wrong firm means settling for less. This sentence stakes the claim: AEE is the firm you call when the stakes are too high for a second chance.

35 years fighting for injured New Yorkers. $250M+ recovered.

The proof-forward version. Leads with tenure and results instead of the prospect's pain point. Stronger for Google Ads and meta descriptions where you need to pack credentials into one line.

04

Proof Headlines

TRUST • NUMBERS

$13.375M

Top Verdict

Construction. Window washer. 47 stories.

$250M+

Recovered

For injured New Yorkers since 1989.

97

Five-Star Reviews

5.0 Google rating. Zero surprises.

35

Years in NYC Courts

Five boroughs. Long Island. Hudson Valley.

05

Benefit Headlines

DIFFERENTIATION

Differentiator

You Talk to Your Lawyer.

Not a paralegal. Not a call center. Not an intake specialist. Your attorney knows your name, your case, and your situation. This is what separates a 6-person firm from the mills.

Differentiator

We Go to Court.

We prepare every case for trial. Insurance companies know our reputation. That's why they offer fair settlements. Most PI firms settle everything. AEE doesn't.

Differentiator

Insurance Companies Know Which Firms Fold.

Adjusters have a list. Firms that always settle get lowballed. Firms that go to trial get respected. 35 years of trial results means AEE isn't on the settle-cheap list.

06

How the System Deploys

CTV (30s): Open on pain → "35 Years. One Fight. Yours." → Proof → Relief → End card with (212) 221-5999
Homepage Hero: "NYC Personal Injury Trial Lawyers" badge → "We Fight Insurance Companies. NYC Families Win." → $250M+ / 97 Reviews / 35 Years trust row
Google Ads: "NYC Injury Lawyers | 35 Years. One Fight. Yours." headline → "$250M+ recovered" description
Social Feed: Dark creative → Verdict proof → "Your Case Starts Here." CTA
IG Story: Full-bleed verdict → "We Go to Court." swipe-up
Display Banners: "35 Years. One Fight. Yours." + (212) 221-5999 → Retargeting site visitors
CTV End Card: AEE Law logo → Signature line → Phone → $250M+ / 5.0 Stars

Brand Pillars

Trial-Ready

Every case prepared for court. Insurance companies know which firms fold. AEE doesn't.

Personal

You talk to your lawyer. Not a call center, not an intake specialist. Your name. Your case.

Proven

$250M+ recovered. $13.375M top verdict. 97 five-star reviews. 35 years of results.

NYC Native

Five boroughs, Long Island, Hudson Valley. We know the judges, the defense attorneys, and how to win.

Website

Homepage Above the Fold

Full-width hero with Jeff's photo, inline case evaluation form, verdict proof, and borough bar. Live at aeelaw.com.

aeelaw.com

Mobile

Thumb-First

Same messaging, optimized for mobile. Tap-to-call CTA. Trust stats visible without scrolling. 68% of NYC PI searches happen on phones. The hero loads in under 2 seconds with Jeff's photo fading into the dark background.

Paid Social

Meta Ads: Feed, Story, and Square

Dark backgrounds. Copper accents. The signature line or the verdict. Every ad answers one question: why should I call this firm?

Paid Search

Google Ads

Every ad leads with the line or the proof. "$250M+ recovered" and "35 years" appear in every headline. No generic claims.

Core Brand Ad

A

aeelaw.com Ad

NYC Injury Lawyers | 35 Years. One Fight. Yours.

$250M+ recovered for injured New Yorkers. We prepare every case for trial. Insurance companies know our name. Free consultation. No fee unless we win.

Car Accidents Construction Injuries Case Results Free Consultation

Construction Ad

A

aeelaw.com/construction-accidents Ad

Construction Accident? $13.375M Verdict Won

NYC Labor Law 240 gives you powerful protections. 35 years winning scaffold falls, crane accidents, falling debris cases. We don't settle. We fight.

Scaffold Accidents Labor Law 240 Case Results

Car Accident Ad

A

aeelaw.com/car-accidents Ad

NYC Car Accident Lawyer | $250M+ Recovered

35 years fighting for injured New Yorkers. When insurance companies lowball, we take them to court. Call (212) 221-5999. Free case evaluation.

$5M Verdict Won 5.0 Star Reviews No Fee Unless We Win

Trial Proof Ad

A

aeelaw.com/results Ad

We Don't Settle. We Fight. | $250M+ in Verdicts

Most PI firms never see a courtroom. We prepare every case for trial. $13.375M construction verdict. $5M pedestrian verdict. See all results.

97 Five-Star Reviews (212) 221-5999 Free Consultation

Display & Retargeting

Programmatic Banners

Retargeting site visitors across the web. Dark background, copper accent. The line, the number, the proof. These follow visitors who didn't convert on the first touch.

728 × 90 Leaderboard

35 Years. One Fight. Yours.

NYC Personal Injury Trial Lawyers · $250M+ Recovered

Free Consult

Retargets site visitors across news, sports, and entertainment sites.

300 × 250 Medium Rectangle

35 Years.
One Fight.
Yours.

$250M+ recovered for injured New Yorkers.

Free Case Evaluation

Sidebar placement on local news and legal content sites.

Full-Funnel Media Strategy

Every Channel. One System.

CTV builds awareness. Social captures the second screen. Search captures intent. Retargeting closes the loop. Every impression traces to a household.

1

CTV / Streaming

Non-skippable 30s spots across 150+ networks. Hulu, Peacock, Tubi, Paramount+. Household-level targeting.

2

Social / Display

Meta feed + story ads. Programmatic display retargeting. Verdict-proof creative with the signature line.

3

Paid Search

Google Ads with the positioning line in every headline. RSAs with sitelinks, callouts, and proof stats.

4

Retargeting

CTV retargeting: site visitors see AEE's spot on streaming. Display retargeting across the web. Social retargeting on FB/IG.

5

Attribution

Household-level. From the CTV spot to the site visit to the phone call to the signed case. Every dollar traced.

CTV Creative Production

The 5-Scene Emotional Arc

Every CTV spot follows a proven structure. 30 seconds. Non-skippable. Branded yet direct response. One spot. Five scenes. One conversion.

Scene 1

Pain

Construction site accident. Hospital room. Insurance letter: claim denied. Fear. Bills stacking up. A New Yorker who doesn't know what to do next.

5-8 seconds

Scene 2

Brand Reveal

AEE LAW. Copper on dark. Jeff Antin's voice. Authority. Warmth. Calm. 35 years in New York courts.

3-5 seconds

Scene 3

Proof

$13.375M construction verdict. $250M+ recovered. 97 five-star reviews. Real cases. Real families. Real results.

8-10 seconds

Scene 4

Relief

Client recovery. Family at home. Life moving forward. Justice delivered. The same person from Scene 1, now in full color.

5-8 seconds

Scene 5

End Card

aeelaw.com. (212) 221-5999. 35 Years. One Fight. Yours. Free Case Evaluation.

3-5 seconds

BRAND REVEAL (SCENE 2)

AEE LAW

Who Don't Back Down.

Your Case. Your Lawyer.

(212) 221-5999

RELIEF (SCENE 4)

35 Years. One Fight. Yours.

Justice Delivered.

The same person from Scene 1, now in full color. Family together. Life moving forward. The quiet moment after winning.

END CARD (SCENE 5)

Who Fights
for You?

35 Years. One Fight. Yours.

Your Case. Your Lawyer.

(212) 221-5999

Get Answers Now

MANHATTAN • BROOKLYN • QUEENS • BRONX • LONG ISLAND

FREE CONSULTATION

Marquee Story

$13.375M

Construction Verdict

Window washer fell 47 stories. Insurance company offered pennies. We took it to trial. NYC Labor Law 240. The case that defines AEE.

Marquee Story

$5M

Pedestrian Verdict

Pedestrian hit crossing a Manhattan intersection. Driver claimed the light was green. We proved otherwise. $5M for a family that almost gave up.

Marquee Story

$4.4M

Labor Law Verdict

Construction worker injured by falling debris. Employer denied responsibility. Jeff Antin won $4.4M at trial. 35 years of knowing exactly how to win these cases.

Measurement & Competitive Intelligence

Every Dollar Traced

Household-level attribution. From the CTV spot on Hulu to the phone call to the signed case. Plus competitive conquest: when their broadcast ad airs, your streaming ad reaches the same household.

24M

Household Panel

Cross-device identity resolution

150+

Streaming Networks

Non-skippable inventory

90-96%

Completion Rate

Non-skippable CTV average

$12-22

CTV CPM

vs $25-40+ broadcast

ATTRIBUTION CHAIN

1

CTV spot airs on Hulu in the NYC DMA

2

Household ID matched via LiveRamp identity graph

3

Same household visits aeelaw.com (pixel fires)

4

Tracked call to (212) 221-5999 from that household

5

CRM match confirms intake and qualification

6

Case signed. Attribution closed. CTV spot traced to signed case.

TARGETING LAYERS

Geographic

NYC DMA #1. Five boroughs, Long Island, Westchester. ZIP code level targeting around hospitals, courthouses, and treatment centers.

Behavioral / Healthcare

ER visits, ambulance transport, urgent care, chiropractic, physical therapy. Real healthcare signals matched to households via LiveRamp.

Contextual

Cookieless listeners on legal, insurance, and accident-related content. Deployed to the NYC DMA.

Competitive Conquest

When Gorayeb, Oresky, Burns & Harris, or Cellino airs a broadcast spot, AEE's streaming ad reaches that same household. Their awareness. Your conversion.

NYC BROADCAST SPEND: YOUR CONQUESTING TARGETS

NYC is the nation's #1 legal advertising market. $14.5M/month. 164 advertisers. But only 11% goes to streaming. That means $12.9M/month in traditional broadcast and cable from competitors who aren't showing up on streaming platforms. When their ad airs, your ad reaches the same household.

Gorayeb & Associates

$804K/month. 89% broadcast TV. Nearly $0 on streaming.

0.0% CTV

Oresky & Associates

$774K/month. 100% broadcast TV. Zero cable, zero streaming.

0.0% CTV

Burns & Harris

$656K/month. 100% broadcast TV. $0 on streaming.

0.0% CTV

Silbowitz Garafola

$512K/month. Broadcast + cable only. Zero streaming.

0.0% CTV

Ferro Kuba Mangano

$575K/month. 65% broadcast, 35% radio. $2K streaming.

0.4% CTV

Morgan & Morgan

$1.9M/month. Market leader. Only $79K on streaming.

4.1% CTV

The Cost Arbitrage

These firms spend $3.3M+ per month on broadcast TV in NYC. Broadcast CPM runs $25-40+. Behavioral CTV reaches the same households at $12-22 CPM. When their ad airs on WABC, your ad reaches that household on Hulu. Their awareness spend becomes your conversion opportunity. This only works one firm per market.

Data-Led Editorial

Content That Ranks and Converts

Every article backed by real NYC data, properly sourced. 35mm editorial photography. No stock. No filler. Built for organic authority and inbound conversions.

NYC Construction Safety

NYC Construction Deaths Hit 18 in 2025: What Labor Law 240 Means for Your Case

NYC construction fatalities rose 12% year over year. Scaffold falls and falling objects remain the leading causes. Labor Law 240 gives injured workers powerful protections most don't know about.

2,400 words 9 references 6 data points

NYC Pedestrian Safety

NYC Pedestrian Crashes: The 10 Most Dangerous Intersections in Manhattan

NYC recorded 8,600+ pedestrian injuries in 2024. These 10 Manhattan intersections account for a disproportionate share. Data from NYC Open Data, Vision Zero, and NYPD crash reports.

2,800 words 12 references 10 data points

NY Insurance Law

NY No-Fault Insurance: When You Can Sue and When You Can't

New York's no-fault threshold confuses most accident victims. You can't sue unless you meet the "serious injury" standard. Here's what qualifies and what doesn't.

1,800 words 7 references 4 data points

35 Years. One Fight.Yours.

Your Complete Brand Messaging.

Homepage Above the Fold

Thumb-First

Meta Ads: Feed, Story, and Square

Google Ads

NYC Injury Lawyers | 35 Years. One Fight. Yours.

Construction Accident? $13.375M Verdict Won

NYC Car Accident Lawyer | $250M+ Recovered

We Don't Settle. We Fight. | $250M+ in Verdicts

Programmatic Banners

Every Channel. One System.

The 5-Scene Emotional Arc

Every Dollar Traced

Content That Ranks and Converts

35 Years. One Fight.
Yours.